Effectiveness of Telescopic Advertisements Delivered via Personal Video Recorders

The advent of personal video recorders (PVRs) may alter existing patterns of television advertising viewing.

Effectiveness of Telescopic Advertisements Delivered via Personal Video Recorders

Nicholas ReadingRio TintoSteven BellmanDuane VaranHume WinzarGriffith University

Personal Video Recorders (PVRs) may significantly change the television advertising landscape. On one hand, PVRs empower viewers to more easily avoid TV advertising. At the same time, however, the additional functionality enabled by PVRs may result in new models of advertising, including "telescopic" advertising offering additional content on demand. This study, conducted in Australia, explored the potential effectiveness of telescopic advertisements.

In their simplest form, PVRs are essentially hard drives designed to ...

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